One of the most valuable skills for any lawyer is the ability to make complicated subjects simple and easy to understand.
Simple communicates. Simple persuades. Simple sells.
KISS or “Keep it simple stupid” is a principle that acknowledges that most systems work best if they are simple rather than complicated. Simplicity is a key goal in design, where the concept originated; unnecessary complexity should be avoided.
If your website is filled with complex documents and analyses, you’re not doing your clients or yourself any favors. The same goes for your ads or marketing documents, speeches and articles. Unless you’re writing for other lawyers, and I would argue that even if you are, your number one goal should be to write simply and plainly.
Robert Louis Stevenson, said, “Don’t write merely to be understood. Write so that you cannot possibly be misunderstood.”
When a prospective client comes to your site, or reads your marketing document, they want to be able to quickly understand your message. Make it easy to read and easy to understand. Use lots of white space, short sentences and paragraphs, and bullet points. Use active verbs and vibrant word pictures. Illustrate your points with relevant stories and examples.
But simple doesn’t necessarily mean less.
When someone has a legal problem and goes shopping for an attorney, they want to see lots of information. Choosing an attorney is a serious undertaking. Most people want to make sure they make the right decision.
When I go shopping for a new product on Amazon, I read everything about the product. All the reviews, too. I’m sure you do, too. Why would anyone do less when shopping for an attorney?
An article on Forbes makes the case that because people are bombarded with too much information today, offering more information “isn’t working like it once did”. The author uses Apple as a paradigm of the “less is more” approach to marketing. Their ads are indeed simple, and I have no doubt they are effective. But selling computers isn’t the same as selling legal services.
Apple can get away with less information because people are familiar with their products and what they do. They see them everywhere. Their friends have them, and rave about them. All the cool people in movies and TV have them. Apple has a well-known reputation and doesn’t need to load up their ads or their website with an abundance of information.
Apple also doesn’t have any competition. Yes, there are many other computers available, but there is only one Apple.
Buying a computer is usually not an emergency situation. Hiring an attorney often is.
Buying a computer isn’t intimidating. It’s fun. I don’t think the same could be said for hiring an attorney.
Lawyers need to keep things simple, but don’t confuse simplicity with paucity. When it comes to marketing legal services, “more is more”.
What to put on your website. Go here.
So true.
One way to keep it simple is to use straightforward language. Simple, declarative sentences. Save the lawyer talk for the legal briefs. Your prospective clients aren’t stupid, but they are looking to acquire information quickly, without making their heads hurt.
Organize the site in a way that makes it clear how to find the information they need. If you understand the thought path your web visitors are following, you will know how to direct them to the answer to the next question.
Bloggers can create bite-sized nuggets of information without dumbing-down by thinking deep vs wide. If the post goes deep, keep the topic narrow. If the post is wide, make a flying overview. Combine them in a series to create a more complete exploration of a topic.
It’s possible to simplify without dumbing down and to provide adequate information without overwhelming your reader.